Tait unveils new global identity

30 Jan 2012 12:02 PM

New Zealand-based manufacturer drops ‘Radio’ part of its name in bid to be seen as an overall solutions provider

Tait Communications unveiled its new-look brand and website today (30 January 2012) to better reflect the global company’s transformation into being a solutions provider rather than just a radio manufacturer.

Tait chief marketing officer James Kyd said: ‘This signals the beginning of a very exciting time for Tait and our global customers. The new identity represents an ongoing business transformation that we have been involved in for the past two years, and better reflects the business we are now in and the ways we are delivering value to our customers around the world.

‘What Tait has excelled at for over 42 years—and what we will continue to focus on even more as we move into the future—is truly listening to our customers and being willing to work alongside them to deliver the outcomes that really matter to them.’

Kyd said the decision to move from Tait Radio Communications to Tait Communications is reflective of the broader space that Tait is now engaging with its global customers.

‘Radio remains a core element of our offerings, but our solutions today include much more than just radios,’ he pointed out. ‘Our customers turn to us for the complete communications system, sourced, deployed, supported and managed in a fully integrated way, demonstrating an intimate understanding of their needs.

‘The new identity captures the very essence of Tait’s culture—our customers—who at the heart of everything we do as a company. Our customers’ needs drive every decision, and this is reflected in Tait’s new brand statement: “Devoted to your cause”,’ said Kyd.

‘Every day, in over 150 countries and supported by an extensive network of global facilities, we are working alongside our customers to help them keep the lights on, cities working and communities safe,’ added Kyd.

Tait supplies mobiles, portables, base stations, repeaters and networks for the P25 standard, MPT 1327, MPT-IP and conventional radio systems. It also produces DMR radios with its first portfolio of DMR Tier III equipment due out later this year. It also designs and deploys systems and provides on-going customer support and network management services.